Alternative (Alt) Text is a concise description of images, icons, and other graphic elements that plays a crucial role in making digital content accessible to all users. When adding visual elements to content, including alt text ensures that people using screen readers or other assistive technologies can understand the information being conveyed.
Rather than simply describing what an image looks like, effective alt text should also explain the image’s purpose and how it relates to the surrounding content, providing meaningful context for the reader.
Alt text basics
- Keep it short, under 150 characters.
- Describe key elements of the image without going into every small detail or physical description
- Don’t duplicate text that’s also included on the page the image is included on.
- Not necessary to include “image of” or “picture of.”
- Do note if it’s a logo, illustration, painting, or cartoon.
- End the alt text sentence with a period.
Alt text examples
Photographs
For photographs, make sure to include the larger details included in the image such as locations or actions.
When writing alt text, also consider the context of the page that it is included on. As mentioned above, there's no need to duplicate text that's also included on the web page around it.
Alt Text Example 1 (image used in a news release about New Student Enrollment Day): A group of young college students walk along a campus path lined with green leafed trees.
Alt Text Example 2 (used on a more general page about life on campus): A group of young college students walk along a campus path lined with green leafed trees during New Student Enrollment Day.
Illustrations
For illustrations, focus on the image’s purpose rather than specific details. If the image includes text, such as in an award, cartoon or app screenshot, describe the relevant visuals and any important text.
Alt Text Example (displayed on an employment page): An illustrated badge declaring the recipient of Lincoln Family-Friendly Workplace Certification.